Alfred Hermida’s book was recognized as the most outstanding Canadian business-related book at an awards luncheon in Toronto on April 16, 2015, hosted by co-sponsors PwC and BMO Financial Group.

In accepting the $20,000 award, Hermida said: “This book is not just for people immersed in social media. “Because even if you’re not immune.”

The jury was chaired by the CBC’s Peter Mansbridge, and included William Dimma of Home Capital Group, former journalist Deirdre McMurdy, business executive David Denison, author and publisher Anna Porter and Senatro Pamela Wallin.

“Social media and the ways in which people communicate with one another are evolving at an incredible rate,” says Tahir Ayub, Managing Partner, Markets and Industries at PwC Canada.

“Understanding new media and its impact on the world, namely your customers and how they interact with each other and your brand, is critical to business leaders making informed decisions.”

The other two finalists were Jacques Poitras for Irving vs. Irving: Canada’s Feuding Billionaires and the Stories They Won’t Tell and Clive Veroni for Spin: How Politics has the Power to Turn Marketing on its Head.

“These finalists have a variety of backgrounds and perspectives, helping keep an important pulse on issues influencing the business world,” said Lily Capriotti, Chief Learning Officer, BMO Financial Group.

This year marked the 30th anniversary of the prize. Last year’s winner was The Third Rail: Confronting Our Pension Failures, by Jim Leech and Globe and Mail reporter Jacquie McNish.